via press release:
Jumping Over its Lead-in and Building Against NBC’s NFL Coverage, ABC’s Season Finale of “EM: Weight Loss” Surges to 5-Week Highs in Viewers and Young Adults
During its Run, ABC’s “EM: Weight Loss Edition” Improves
Its Time Period Year Over Year by an Impressive 63% in Adults 18-49
“EM: Weight Loss Edition” (9:00-11:00 p.m.)
Shooting up from its young adult lead-in (+83%) at 9:00 p.m. against NBC’s NFL coverage (Steelers-Colts) and gaining viewers throughout its 2-hour broadcast, the season finale of ABC’s “EM: Weight Loss Edition” scored double-digit week-to-week increases for its 2nd straight telecast in Total Viewers (+25% - 3.5 million vs. 2.8 million) and Adults 18-49 (+22% - 1.1/3 vs. 0.9/2). In fact on both measures, the ABC unscripted series hit 5-week highs – since 7/15/12.
- During its 10-episode run on Sunday from 9:00-11:00 p.m., “EM: Weight Loss Edition” improved the time period year to year for ABC by an impressive 63% among Adults 18-49 (1.3/3 vs. 0.8/2).
A note about increasing DVR penetration and year-to-year rating comparisons: Year-to-year rating comparisons based on the Live + Same Day data stream are distorted by the level of DVR penetration in the Nielsen sample, which has jumped up to 45% currently, from 42% at the same point in 2011. More viewers are watching shows on their own timetables, which may not be reflected in the overnight next day numbers. The only truly valid year-to-year comparison would be one based on the Live + 7 Day metric, once those stats are released by Nielsen.
Source: The Nielsen Company (Fast Affiliate, Live + Same Day Ratings), 08/19/12.
